For anyone who knows me, follows our social channels or has visited the store already, knows this is a very new (and very scary/exciting) career move for me. I am often asked why? And how did I find the confidence to make the change?
Well honest answer...I'm not sure I've found the full confidence yet, that's a work in progress. But in short, joining the rental revolution seemed too obvious not to! As an avid fashion fan, I can't (and won't ever willingly) calculate how much I have spent during my adult life on new clothes. I would say it is probably a very depressing number, but that would be lying, because the joy, added confidence and amazing memories these outfits have given me, are what made it worth it, at the time. Emphasis on at the time.
Having worked in the market research industry for the last 15 years, I know I'm not alone. I once ran a study based on a nationally representative sample of 2,000 British adults and 34% openly admitted to owning a lot of outfits they have only ever worn once! There are many more frightening stats out there like it, but won't dwell on these.
As to be fair to those 34%, in the past, options to access budget friendly yet high quality, great looking and sustainable clothing, was like trying to find a needle in a haystack. Probably out there, somewhere, but not obviously so and definitely not with a great range of choice. All of that however is changing, in the last 5 years alone. This is both due to the growing and incredible access to shopping pre-loved fashion and now with access to the burgeoning fashion rental industry. The first time I heard about the likes of Hurr, Hirestreet, ByRotation - I was sold. It seemed so obvious; something men have been able to do for decades, yet as ever for women, life was made just that little more difficult.
These platforms provide access to fantastic brands, I wouldn't usually be able to afford and they provide the opportunity to pay a reduced price, so that I can look fabulous for my special event, get my dopamine hit of a fun new look, yet remove any of the guilt of spending more than I should or owning something that is just going to sit in my (overflowing) wardrobe for years. It all seems too good to be true!... Unfortunately, for me, it is.
Currently, these fantastic rental platforms are online only, and I am much more of an in-store shopper. I like to feel the fabric, have the confidence I know the outfit suits my shape and style and to have tried it on in advance to the event, so I can get excited about what accessories and shoes I might pair with it. This is where Diffuse Retail was dreamt of. Taking the incredibly successful online rental platforms and bringing them to the high street, for those who like me, unfortunately can't rely on every online purchase fitting like a glove.
So whether you're like me, or one of my many gorgeous friends who have had instantaneous success with the existing online rental platforms, there is no question... Fashion Rental is and should be the future. So, what are you waiting for?! I'd love to know any existing worries or hesitations. Otherwise #jointherentalrevolution
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